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SMT’s State of Marketing Automation Survey 2019 – Part 2: Marketing Automation Concerns

What’s your view on automation? Whereas many see it as operating counter to the ethos of what social media and digital connection is all about (i.e. facilitating extra private connection), for manufacturers seeking to scale their on-line exercise, a degree of automation is probably going inevitable. And with ongoing developments in AI, and machine-powered methods studying tips on how to undertake sure processes higher than people ever might, it appears inevitable that automation is coming. At some stage, prefer it or not, your enterprise might want to contemplate automating sure parts.

However is {that a} actually a foregone conclusion? And although you possibly can automate sure elements of your advertising and marketing processes, does that imply you must?

To get a greater deal with on the broader trade sentiment round automation – and what processes are acceptable to automate (versus these that aren’t) – we put out the decision to our SMT neighborhood for his or her ideas on the place they see issues headed. Greater than 300 folks responded to our ‘State of Automation’ survey, giving us a variety of views and insights for our first main report of 2019 – ‘The State of Marketing Automation‘.

This week, we’ll spotlight a number of the key findings from the report from SMT, however you possibly can learn the complete report at any time at this link.

Half II: Advertising Automation Issues

As outlined within the first part of our report, we wished to get an understanding of what companies are at the moment automating, and what features and processes are seen as acceptable to be automated.

The flip facet of that’s what’s not acceptable – for these companies who’re holding out on increasing their utilization of machine studying and AI-based instruments, what are their primary considerations, and what, of their view, wants to enhance to make such choices extra viable for his or her companies.

The principle challenge cited in our responses? ‘Lack of personalization’, with ‘Threat of harming model notion’ coming in second with our viewers.

, SMT&#8217;s State of Marketing Automation Survey 2019 &#8211; Part 2: Marketing Automation Concerns, TornCRM

Some attention-grabbing responses total – in fact, that lack of connection to your viewers is sensible, you want that hyperlink to strengthen your viewers bonds, and it may be troublesome to make sure such for those who’re not actively monitoring every step of the method. That then results in that second greatest famous concern, in harming total model notion.

It is attention-grabbing, additionally, to notice that shedding out on potential alternatives isn’t a crucial challenge with automation, which suggests that the majority settle for that such instruments would probably decide up on such, and allow them to capitalize the place attainable.

It’s not discovering and connecting with the fitting folks that entrepreneurs are most hesitant about, it’s truly capitalizing on these prospects as soon as they’ve been recognized that the considerations lie.

Can automation instruments be relied on to ‘converse’ with potential prospects in an attractive, helpful means, to be able to maximize such alternatives? That appears to be the place the important thing query at the moment lies – at current, you’d must say that not all can do that efficiently, however advances in chatbots, for instance, have moved extra on this route, offering customized, rapid responses that are related to the questions being requested.

They will by no means replicate the responsiveness of people on this respect (most likely), however such instruments are getting higher – and with this being a key concern impeding higher adoption, you possibly can guess that automation suppliers are working arduous to handle such points.

You may obtain the complete SMT ‘State of Advertising Automation 2019’ survey information and report here.

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